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Monday, October 06, 2014

HAIG CLUB OPENS ITS DOORS TO THE WORLD

Diageo has today announced the official worldwide launch of
its new single grain Scotch whisky, Haig Club.The distinctive and sophisticated new whisky, developed in
partnership with global icon David Beckham and British entrepreneur Simon
Fuller will now be available in bars, restaurants and retail stores in the
United Kingdom and rolling out in the next few weeks in China, South Korea, Vietnam,
Malaysia, Singapore and the United States, expanding to additional markets in
the near future.

Haig Club single grain Scotch whisky

The brand will also now be available in duty free shops
globally following its exclusive release period in the UK and a limited number
of duty free stores earlier this year.

Commenting on today’s news, Kathy Parker, Senior Vice
President at HAIG CLUB, said: "Haig Club is designed to be different.
Historically single grain whisky has been in the shadow of single malts and
blended Scotch, but Haig Club represents a new direction in Scotch whisky,
which brings single grain Scotch to the forefront. This is a whisky that
welcomes in a new era for Scotch. The rise of single grain whisky has been both
predicted and eagerly anticipated by whisky experts in recent years and with
Haig Club we are thrilled to give this ‘hidden gem’ the attention and
appreciation it deserves."

"Working with partners like David Beckham and Simon
Fuller has brought a new perspective to what we do, helping us to break new
ground. Both David and Simon are renowned for shaking up every sector in which
they work and this has been no exception. We believe that people around the
world are going to love what we’ve created together - we can’t wait for them to
try it."

Crafted at Scotland’s oldest grain whisky distillery
Cameronbridge in Fife, Haig Club is built on heritage but designed for the
modern world. The House of Haig can trace its whisky producing roots back to
the seventeenth century, making the Haig family Scotland’s oldest grain whisky
dynasty.

The contemporary appearance of the square Haig Club bottle
draws on a history of innovative bottles produced by the House of Haig. The
blue glass bottle was inspired by the tradition of blenders using blue tasting
glasses so the spirit can be reviewed on aroma and taste alone.

The unique flavours of the whisky itself are created by
master blender Chris Clark carefully selecting mature whisky from refill,
American oak and rejuvenated casks producing a stunning single grain Scotch
whisky with a fresh, clean style showcasing butterscotch-smooth tropical fruit
and unexpected, spicy backing harmonies. Haig Club is a whisky crafted to
appeal to people who are new to whisky and whisky connoisseurs alike.

Commenting on the whisky, David Beckham, said: "I am
incredibly proud to have been part of the creation of Haig Club. I think we
have made something really special. For me it has meant understanding how
whisky is made and enjoyed and then working with some incredible people to
write a new chapter for Haig."

Responsible drinking is at the core of Haig Club, with David
Beckham supporting the brand’s philosophy of quality over quantity. David said:
"I appreciate a well-made drink and I like to take my time and enjoy it –
I try to drink better, not more."

To celebrate the global launch of Haig Club David Beckham
and business partner Simon Fuller hosted an exclusive Haig Club weekend in the
heart of Scotland on the outskirts of Edinburgh. Attended by Victoria Beckham,
and other guests, the weekend gave Beckham and Fuller the opportunity to
personally introduce friends both old and new to the whisky and the brand that
they have helped create. Source: Diageo